Dragon to celebrate 25th Anniversary at SIA Tradeshow

SAN CLEMENTE, CA, JANUARY 22, 2018 Dragon Alliance, the globally recognized, performance eyewear brand with deep ties to the action sports world, today announced that it will host an event to celebrate the brand’s 25th anniversary during the Snowsports Industries of America (SIA) tradeshow in Denver, Colorado later this month.

Dragon athletes and industry notables will come together for a memorable event at Punchbowl Social on Friday, January 26th. Some of Dragon’s most revered athletes are expected to be in attendance, including Chris Benchetler, Bryan Iguchi, Jamie Lynn, Blake Paul, and Leanne Pelosi. Guests in attendance will receive Dragon’s 25th Anniversary Limited Edition D1 goggles, which feature a strap replicating Dragon’s first-ever goggle design, designed exclusively for this event.

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Dragon’s 25th Anniversary goggle

“Dragon was founded to create bold products by blending artistry and athleticism for the world’s best athletes, like Mick Fanning and Rob Machado,” said Lauren Makofske, Global Brand Director of Dragon Alliance. “Twenty-five years later, Dragon continues to innovate by growing the brand for a new generation of icons and heroes seeking high-performance and innovative design.”

Dragon has not only become a staple of the industry, but an example of how a brand can organically and successfully grow without compromising its core values. Founded in 1993 – inside of founder Will Howard’s garage in Capo Beach, California – the brand has grown from its humble beginnings as a surf and snowboard sunglass company into a sport-driven lifestyle brand known for its product innovation, out-of-the-box, modern approach and important athlete relationships. Dragon steadily grew as the brand diversified into snow goggles, motocross goggles, and optical frames. Along the way, Dragon has introduced groundbreaking designs like patented frameless goggles, premium floatable sunglasses, and integrated Lumalens® optimized lens technology, and more.

From its inception, Dragon has prided itself on creating for the heroes in sport and culture and the brand’s athlete partnerships, which remains a keystone of the brand today. Dragon’s current day roster reads like a who’s who of action sports legends and present day icons. The brand’s first athletes, surfer Shane Dorian and snowboarder Jamie Lynn, are still associated with Dragon 25 years later, and are finding new ways to utilize the partnership. X Games medalists Danny Davis, Gigi Rüf, and Jossi Wells are amongst the most influential in the sport. Surfing’s ageless wonder Rob Machado and 3-time World Champion Mick Fanning have been collectively associated with the brand for over two decades. Dragon continues to build up the next generation of icons with youth athletes like Brock Crouch, Julia Marino and Griffin Colapinto.

Based in San Clemente, California, Dragon is an internationally recognized, leading performance eyewear brand for those seeking expert craftsmanship, high-level performance and innovative design. Since 1993, our world class collection of athletes and ambassadors helped pioneer and inspire our wide range of products, while our heritage from surf, snow and MX culture illustrates our ongoing celebration of an active, impassioned lifestyle. By focusing on technical breakthroughs and progressively designed products, Dragon has fast become a worldwide leader in premium eyewear offerings. For more information about Dragon, visit www.dragonalliance.com.

For more information on the anniversary, or to cover the event, please contact Shay Williams at shay.williams@dragonalliance.com.

To see the brand’s latest releases at SIA, please visit Dragon Alliance’s booth at SIA (#34145-UL).